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# Telling the truth takes work — Kelford Labs Daily
- URL: https://kelfordinc.com/telling-the-truth-takes-work-kelford-labs-daily/
- Published: 2026-05-01T10:24:56.000Z
- Updated: 2026-05-01T10:24:55.000Z
- Description: And knowing what the truth is.
- Author: Joel Kelly
- Tags: advertising, clarity, customers, Daily Labs, perspective, value

For me, the two most important things ever written about advertising are:

**“Tell the truth and make it interesting.” — David Ogilvy**

**“If the truth isn’t tellable, fix it so it is.” — John E. Powers**

So much of what people find hard about marketing, about advertising, about promoting their business is that they don’t understand *the truth* of their business, as their ideal prospect sees it.

Because they’re not sure *who* that prospect is.

Which gets us to Powers’ point: We need to *fix it* so that we do.

If your marketing is struggling, or you’re struggling to get your marketing done, the question I have for you is simple:

**“Do you know *to whom* you’re talking, specifically? Do you know their *name*?”**

That’s step one.

Everything else, including what to say to them, comes after.

Then we need to know, for them, what’s important? For them, what’s a priority? For them, what’s a waste and what’s a value? 

Telling the truth takes work.

**Because it takes work to understand what the truth is, as far as our prospects see it.**

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[***Kelford Inc.***](https://www.kelfordinc.com/) ***is the marketing team that’s never at a loss for words. If you’re struggling with what to say and where to say it to attract ideal clients, we’ll show you the way.***